Raise your hand if you have ever had conference brain? After a conference you are brimming with ideas and have a long list of things that you want to try, implement or learn more about. I don’t know about you but I often come down from the conference high, and land back in the real world with deadlines to manage, campaigns to organize and clients to please. I may get to one or two things on the list but far too often that list become one more of my kids with no shoes.

Overwhelmed (Photo credit: Walt Stoneburner)

Last week I attended the first ever Solo PR Pro Summit. It was an amazing event with a great lineup of speakers. The information shared was too valuable to languish in the “land of knowledge never applied” so I decided to try a different approach.

Post conference I started my day off with the #workhacks idea presented by Sarah Evans. As someone who was a Six Sigma trainer I truly appreciate efficiency improvements that are repeatable and help you reproduce the same high quality results in less time. The idea of #workhacks is to get more done in less time by strategically automating tasks and centralizing workflow to one hub.

My first workhack was to set up an account with Tracky which would function as my centralized hub for projects, ideas and status updates. Tracky will take time to really use effectively but is one of those hacks that has immediate payoff.

I cannot possibly implement everything I learned at the summit so made a prioritized list of tips that I could begin hacking away at over the next several months. I used Tracky to set up tips as tracks with links to the accompanying presentations and other resources that will help me work my way through putting insight into action. I can track my progress, and break up larger tasks into milestones. I can also add people to each track. This allows me to add subcontractors, subject matter experts or accountability partners to each specific project.

By using a project management approach, I am treating myself like a client (thanks to Heather Whaling for the reminder on this one) with a commitment to work on and not just in my business. The bonus is that I also have a personal development plan for the year to keep me growing, learning and becoming an even greater resource for clients.

How about you, do you have workhacks that help you to be more productive?

Yesterday a jury rendered a “not guilty” verdict in the high profile Casey Anthony murder case. The decision sent shock waves through much of the nation as everyone from legal analysts to regular citizens expected a guilty decision.

While I will not attempt to analyze or unravel the legal decision, there are key takeaways in the case that we can apply to our public relations and communications strategies.

Post verdict, two members of Anthony’s defense team, Cheney Mason and Jose Baez gave a statement. Mason took the opportunity to gloat while Baez offered a toned down approach that acknowledged there were no real winners. Baez had the smarter PR approach. Casey Anthony’s defense team won big for their client. If she had been found guilty she would have faced the death penalty. The team obviously had reason to celebrate a life saving victory. However, an innocent child is dead and the public, who has passionately watched this case, largely agrees that justice was not served. In business, you may face an unpopular decision that requires a sensitive and balanced response to mitigate the negative PR.

Even in the best of circumstances, no one likes a sore winner. Mason seized the moment to retaliate against the negative criticism of his client. His statements further isolated him from the public and added to the negative perception. When you win an unpopular decision, you may be tempted to raise your glass and do a happy dance, but it is smarter to temper your victory celebration with a nod of respect to the opposing team.

Communications requires that we look ahead and consider the long term impact on our brand and reputation. Baez seemed to partially understand this in his initial response. In business your opponents could be your customer base, and while you may need to fight for an unpopular win you have to manage the relations with your customers. It is a tricky position that requires sensitivity and balance.

Nod to the other side. Baez indicated that the case had no winners. He brought the focus back to the core of the case, the death of a child. It established a neutral foundation, a place of agreement that could pave the way to rebuilding some public good will.

Educate on the win. Baez discussed the win in relevance to the workings of the justice system. Throughout he balanced his happiness for his client with his sadness that a little girl had died. You may not immediately turn an opposing crowd but you can leave them with key points that allow them to focus on the process and diffuse some of the negative energy of their passion. You can shift the focus and give your audience an alternative way to consider your victory.

Growing up my mother would often remind me that “the people you meet on the way up, are the same people you meet on the way down.” It was an old adage that reminds us to keep our egos in check and take no one for granted. Mason allowed his ego to take center stage. He used a critical PR moment to assuage his hurt feelings and lash out at opponents. When you find yourself the “hated winner” check your ego at the door, and focus on laying the foundation to build a bridge of forgiveness. Whether your “haters” are justified or not, focus on engaging them rather than widening the gap.

Even a victory can require a crisis communications strategy. If you remain focused on creating good will with your audience, you can begin the road to recovering from negative perception. One statement or action will not cure the situation but can set the tone for reconciliation and demonstrate your brand’s commitment to professionalism.

Have you ever had to manage negative fallout from a victory? What lessons did you learn?

This is a guest post by award winning and Emmy-nominated TV journalist Dwann Holmes Olsen. One short year after coming off the air tofocus Media & Marketing for Non-Profits and SMBs, Dwann was named (1) of 30 Future Leaders of America by Ebony Magazine. With a long history of success, Dwann now helps ministries and business owners with marketing and media relations.

Years ago when I first started off in business on my own, it seemed like I was featured in the media all the time! Every where you looked, there was my head-shot with a different story.

Once the first article came out, I noticed something. More and more reporters started calling and with every new article, there seemed to be a new burst of energy from within and even on the outside.

No, the phones didn’t start ringing off the hook, but there was some clear indication that overall interest and website traffic spiked every time my company was featured in the media. Then next thing you know, one article led to another, to another …all without me having to spend a dime on lofty magazine ads, although I always made sure to have some sort of affordable media presence in my community so that by the time the articles and coverage started flowing, my brand was somewhat recognizable.

Then years later as I began to study what kind of stories seemed to draw the most attention, it was quite obvious.

HONORS & AWARDS!

Anytime you can win some sort of award, trust me, the buzz about your business will keep building.

For instance, when I was named one of Ebony Magazine’s TOP 30 FUTURE LEADERS of America, it seemed like everyone I knew was just as excited as I was. Not only did my local paper do a blurb on it but my hometown I grew up did one, so did my birth city. But that wasn’t it. My Pastor announced it from the pulpit, the Chancellor of the University I graduated from sent me a letter and the college paper announced it as well. It was like INSTANTLY, my credibility was being leveraged, in ways I never imagined. All because I had a goal of wanting to be featured and I had a magnificent producer who worked to make sure my “entry” packet was stellar.

So, today I want to encourage you to set your sights high and GO FOR IT!

No matter what industry you are a part of know that there is always some sort of award, honor or competition you can strive for that could potentially net you spectacular complimentary press from all kinds of media outlets. (TV, print, radio etc…) (Tip: Use AwardSync to find awards by topic, region, role and more)

Just follow these simple steps to get started.

Get Research: Take your time and find out about the prestigious local and national industry awards that you or your business may qualify to compete in.

Get connected: Do your best to join at least (1) local and (1) national industry specific trade organization that will help keep you in the loop regarding competitions

Get Busy: Once you’ve done the research and gotten connected it’s time to GET BUSY and start apply for competitions. Since there is normally a cost associated with the application I recommend doing this on a quarterly basis and budgeting a certain amount of your funds for competitions.

Get Coverage: Once you start winning or even placing in the TOP 5, it’s time to GET COVERAGE by creating and distributing professional press releases regarding your recent honors.

There’s NOTHING like being honored by a group of peers, especially those who are clearly at the top of their game in your industry.

Unfortunately, many solo-preneurs seem to forget or don’t seem to realize that good news surrounding winning a local, national or even international award is definitely worthy of announcing.

Meaning, it really is okay to brag on yourself when you are singled out for a stellar contribution. What’s even better is that the news media are the ones reporting on you, which in turn helps add a little bit of influence and integrity to your brand.

The great thing is that after you win, you are then able to create a press release that any local news outlet would want to highlight, especially if it looks like you’re a local SUPERSTAR right in the midst of your community.

That’s when you have to be prepared to Tell Your Story Like a Pro!

Is media a part of your marketing strategy? If not, why haven’t you leveraged this tool yet?

About Dwann Holmes Olsen

Dwann Holmes Olsen helps small to medium sized businesses, entrepreneurs and ministries with their media and marketing strategies through coaching, consulting and producing. You can learn more about her signature media coaching program for business owners at Tell Your Story Like a Pro .

Jay Leno hosted daily nighttime talk show, The Tonight Show for 17 years. Like previous hosts before him, he retired and passed the torch on to a successor, Conan O’Brien. There was however, a twist. Leno was not going to retire to a life of leisure and golf but to a nightly hour long variety show that would air 1 1/2 hours before his “old show.” NBC thought that Leno’s new show was a bold move that would change the 10 pm viewing hour instead a mere 4 months into the new show, it is being pulled.

The latest news is that Leno’s show will be revamped as a half hour show that will air at 11:35 pm, and The Tonight Show will move to 12:05. I have a feeling that someone at NBC will be in the job market very soon.

The Leno/Tonight Show saga is not unlike what happens in corporations. Fresh talent and new leadership is brought in but the old regime does not step aside to let them build their audience. NBC falsely assumed that the popular Leno could usher in a new format in the final primetime hour. The network would have a much cheaper show to produce and would leverage Leno’s brand to win viewers. Poor Conan O’Brien never had the opportunity to rise or fall on his own merits. He was given the spotlight and then left to meander in the shadow of the former host.

Passing the torch cannot be a half-hearted move. You must make the change and stand by it allowing the new team to make the “show” their own. They may fail as they find their way but you guarantee their failure when you hamstring them from having their moment to try.

When it’s time to step aside, pass the torch graciously and then get out of the way. The new team will not do things in the same way or make the same decisions, but isn’t that the point? A great leader not only knows when to step up but when to step down.

Have you ever had to pass the torch? Was it difficult to hand over the reins?